Being an Advancing Person - Fabienne Fredrickson

growth growth strategies Jun 29, 2021
Mark Struczewski, Fabienne Fredrickson

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Fabienne Fredrickson is a 20+ year Business Growth Coach featured 3 years in a row on Inc. Magazine's list of America's Fastest-Growing Private Companies. She has mentored thousands of solo entrepreneurs, her niche being those who are overwhelmed at 6-figures and who dream of getting to 7-figures, with their freedom back. She is the author of the book: The Leveraged Business.

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UNEDITED TRANSCRIPT

Mark Struczewski
Fabienne Fredrickson is a 20 plus year business growth coach featured three years in a row on Inc Magazine's list of America's fastest-growing private companies. She has mentored 1000s of solo entrepreneurs, her niche being those who are overwhelmed at six figures, and who dream of getting to seven figures with their freedom back, She is the author of the book, The Leveraged Business. Fabienne, Welcome to the show.

Fabienne Fredrickson
Thanks for having me, Mark.

Mark Struczewski
And you are coming to us from the most visited city in the world and what country what city is that?

Fabienne Fredrickson
Paris France? Paris.

Mark Struczewski
And of course, you are you're you told me before we started recording your French American so you are American and French, you speak English and probably speak French?

Fabienne Fredrickson
I do. I'm a bilingual 50/50 personality, nationality. And it's actually my business that allowed me to move back to Paris, which is a dream for our family. So maybe we can talk about that today.

Mark Struczewski
Yeah, I think that's really awesome. And I am so in all of you who are bilingual, anyone who knows more than one language. And some people say, "Mark, you can barely speak English." I tried to learn French for about a year and then I'm now I'm trying to learn Spanish, using Duolingo. But some people take the new languages as duck takes to water. But I think the best way to learn and tell me if I'm wrong here is when you immerse yourself in the culture and you're around people that speak that language, you probably pick it up a lot faster, correct?

Fabienne Fredrickson
You pick it up a lot faster, and it's much more dimensional. It's not reading from a series of questions, you're living it, which makes all the difference in the world.

Mark Struczewski
I love that. So your book is called The Leverage Business. The first question I have for you. And by the way, listener, if you've never been a listener of the show, thank you so much for listening to this awesome interview with Bob yen. I don't have any scripted questions, I just come up, come up with them on the go. But I want to know how did your business and maybe you can dive into how did your customers deal with this nasty pandemic that we're I think we're finally seeing the end. At the end the light at the end of the tunnel? How have they been dealing with it the last year and a half?

Fabienne Fredrickson
It's really interesting. The people who have worked with us for more than two years now or even people in the past, when I checked in with them within the first couple months, I said How are you? a couple of different things. Some said You taught me so well, I'm actually doing incredibly well, which was, you know, I know a lot of people had a very horrific year and a half and these people were saying we had leveraged our team, we had leveraged our systems, we had leveraged our business model and pivoted online even before this because we worked with you. So that was a certain percentage of the people. And then there were people who were just starting to work with us and said, We are freaking out. We are freaking out. We don't know what to do. And I began teaching half days of how to pivot your business, how to pivot your business model how to pivot your marketing in these rather unusual times where you don't want to seem like an ambulance chaser or, you know, sleazy marketer. And what I did is I just showed up for them, and a lot of them showed up as a result of their own clients, I would show up an extra every week for eight weeks to do a Saturday q&a call for two and a half hours. I mean, just like it was like okay, but just doing this. And I would just say okay, you got to get on the phone more with your marketing, you've got to pivot online, even if it's not what you wanted to do. If you're in the hospitality or travel agency, we got to do something else you got to what are your other talents? What are you good at, let's create a business around that. And the idea mark is that nothing happens to you. If you would look at the world as if it's a safe place to be. And you get the opportunity to be resourceful. We just had the saying within my company with our members of my company being bolt heart, we just kept saying this is happening for me. This may just be the most wonderful thing that's ever happened to my business if I choose to look at it this way. And if there was divine fairy dust being sprinkled on these times, understanding But it's not easy for everyone, but that we could look for the opportunity to pivot we could look at what is the bigger message for me? Or what's my bigger future? What will I be willing to hustle, and, and pivot and change so that it's not only a benefit to my customers and clients, it's a benefit to me? And it's a benefit to the world at large. And when we put on, you could call them rose-colored glasses, I don't care what anybody calls them. When you put on that filter of looking at this pandemic, global pandemic, with what if this is the best thing that ever happened to my business, you've stopped your, your brain starts to look at things differently, the reticular activating system gets triggered and you start looking at, okay, what if this is going to be good, and many of them still today, a year and a half later saying they are having the best year in their entire career.

Mark Struczewski
I love that. And I love that. And Tony Robbins also often says life doesn't happen to you, it happens for you. And as I look back at the last year and a half, both personal and professional, one of the things I really am so thankful for, and this is gonna sound kind of crazy, are we didn't have sports for nearly a year. And now I can't get back into sports. And guess what I'm doing instead of watching sports, I'm reading books, I'm improving myself. That's just a small example, my business. I mean, I'm doing better in terms of business now, because I've got clients who really want to go to the next level. And I think if you sit there and go, Oh, woe is me, the pandemic, Woe is me, I lost my job, what was me, I lost my clients. Well, even at the pandemic mysteriously went away today, you're going to be in the wrong mindset to go forward. And so I encourage people to really listen to this conversation with you Fabienne, both with their heart and with their head. Because I know, and we haven't talked about this yet, I have no idea what you're going to talk about in the show, I really believe you're going to give simple practical ideas that anybody can, can take, grab hold of and walk into the future, more confidence. So let's just let me just ask this question you. What is something cuz I always want people to leave? The time they spend listening to my podcast, what's something they could use? I don't want something 30,000-foot lofty goal? I want someone to go Wow. Wow. Fabienne said that I could do that today. I'm excited about it. So what are some things that we can do starting today? to pivot you have to pivot? Let's imagine people are listening. They're like, you know, the business is going nowhere. I don't know what to do. I feel overwhelmed. I feel the loss. I don't know what to do. I'm I you know, what would you tell them?

Fabienne Fredrickson
Okay, it's several things that can be immediately useful. The first thing and is to figure out what is your objective when I was growing up? And I would ask my father a question, he would always answer Fabian Kelly to an objective, what is your objective? And I'd say, Well, I want to let's say in this case, you want to get cash flow backup, you want to get some clients who felt the pain of the last year and a half, you ask yourself is my objective to get clients? Then what are we doing in doing everything else except the marketing, what I would recommend is that you start thinking about your days as being entirely marketing days marketing, focus four hours of marketing or more per day. If cash flow is necessary right now, then the only way to get cash is to get clients or customers. And the only way to get clients and customers is to be out there with your marketing message. You want 10 times the clients you have now you need to market 10 times what you're doing now to market. So let's say you are posting one Facebook Live a week. Let's do two a day. If you are doing one event a month, let's do one a week. Let's do webinars. Let's get out there, pick up the phone and call your centers of influence offered to help call all your old customers and your old clients create a program for them. Ask them what they need. be useful, be useful in your marketing, give value, but this time, it's about turning up the volume and not hiding behind your computer not hiding, hoping you know being frozen. What am I going to do where the clients gonna come in from you? It's about digging deep and being resourceful and saying if this were a life or death moment, what would I do and then take those actions.

Mark Struczewski
I love I just want to interject real quick. I really love that because I've seen people on social media, and they're like, I need more cash flow ID more clients. And I can't help but wonder, you know, are you really do you really want it because there are two ways to be on social media, you know, this you can consume, which is endlessly scrolling, looking at gifts in or jefes, or memes and funny posts, or you're actually providing value. So if you're spending your marketing days providing value, the lives, the webinars, the training, the engagement, that's great. But if all you're doing is consuming, that's not what you're talking about. And I want people to understand that I committed in 2021, to do a new episode of the podcast every day. It's a lot of work. I'm a one-man operation, but I'm doing it every day. I'm writing more, I'm writing five to seven blog posts of value-added blog posts a week, I'm trying to add value, I'm going live two, three times a week, if you really want it, do your actions, like you just said, Fabienne. Do your actions match up with what you're saying, You're telling us you want more clients, more? more income, whatever. But what are you doing? I mean, cuz you can, the truth is going to really come out. And we're going to tell we're going to know by what you're actually doing if you're serious about what you want.

Fabienne Fredrickson
Yeah, exactly. And in fact, I'll give you a three-part formula very simple for everything that you put out there. In terms of your marketing, or your social media presence. Number one, give more use value than people expect. Meaning Wow, if she gave that much in her free stuff, I can only imagine how much she gives in her paid stuff. Okay, so more value high content. Number two, always tell a story about how it worked for you so that you or your clients. And this is what I mean. Show demonstrate how the piece of advice has advanced somebody you want to be seen as an advancing person yourself. But also somebody who advances all of all others around you. And number three, a gentle call to action. We're not going for the juggler, Mark, no knives and daggers in the throat. We are just a call it I host a lot of dinner parties. That's just who I am. I've always been I love to cook, I love to have people over I love to give love through food. And I say to people let your call to action be similar to a dinner invitation. Hey, would you like to have dinner? come over for dinner? Hey, is this something that interests you? Let's, let's just jump on a call. Hey, I would love to hear more about what you're up to. And maybe I can help. Let's just let's talk. And if you can have these three things in every single one of the posts of your outreaches high content, high value, social proof, or a demonstration that it works for people so that you are seen as an advancing person and a gentle, warm but consistent call to action, you will increase the number of people raising their hand. And then people signing up to work with cash flow will

Mark Struczewski
I love the gentle call of action. One of the things that really annoys me and you probably see this too, where people will pitch you on a DM on LinkedIn. And they offer no value. Or like my birthday was last week and they sent me these birthday greetings. I can't tell you how many birthday greetings I got that says Happy Birthday Mr. Hey, go to my website, check out what I'm doing. I'm sorry, what? It's like why would you, I don't even know who you are. And you sent me a birthday greeting which I really appreciated. But then you immediately follow up with a pitch. How about you saying Happy birthday? hope you had a great day. That's what I do. And I send my birthday greetings. It's always a Fabienne, "Hope you have a great birthday today. I actually say bone I'm anniversary. If I remember my friends a little bit. And I would say hope you had a great day. You know, what are you doing today something special, I'd make it very personal. Because I would say I probably got close to 600 birthday greetings on LinkedIn this year. And I have to say less than 5% were personal. The other 95 are just hitting that birthday mark which is just a click but the people that took the time that I went to their profile I'm like oh wow, they do this because I was interested because they took the time to share. Now, this is a small part, but it's always adding value. Don't you don't always have to go for the call to action? In so many people are so desperate for money. And I used to be like this, you just want to pitch. Here's my course, here's my, here's my membership site. Here's my book, here's this. And people are like, I don't even know who you are. you've provided me no value. Why would I want to go buy your book? And so I love the word you used a gentle call to action.

Fabienne Fredrickson
Yeah, once I think every so here's the deal. What I've realized as a woman in business, having the opportunity, I mean, I've had the opportunity to work with 10s of 1000s of people directly. In the 21 years, I've been in business. And what I've discovered is that everybody on Earth wants to feel the following things. They want to feel seen. They want to feel heard. They want to feel significant. They want to feel like they matter to someone, and they want to feel loved. And here's the tragic thing is that you don't know what happens behind these beautiful homes and polished, you know, exteriors. Sometimes even if it's not abusive, sometimes somebody comes home, one of our prospects, they go home, they don't even feel loved. They're spending their lives with people who don't appreciate them. But if you endure marketing's marketing actions in your interactions with people, and you're really good at this making people feel significant. If you can make everybody who crosses your path, feel that they are significant, seen, heard, understood, even dare I say loved, if you can make them feel that with every interaction with you, they gain something that you are filling their bucket as opposed to, you know, putting a hole in their energy bucket in their attention bucket, they will keep coming back for more, there are people who say Fabienne, I have been on your list since 2012, since 2008, because every time I interact with you, I gain something. And this is when you get referrals. This is when people work with you for seven, eight years in a row. This is when they can't keep your book in their house because they're buying new copies to give it to other people. What if I'll share this, one of the things that changed my business and changed my life is a two-page chapter from a book called The science of getting rich by Wallace wattles. It is called, it's chapter 14. And it's called the impression of increase chapter 14, you can find it online, Chapter 14 of the science of getting rich. And when you read it, you understand and if you begin to live in this way, everything will change. And what it basically says is be an advancing person, be a person who advances like just what I mentioned a few minutes ago, but also somebody who advances all those around you. So give more value than you're being paid forgave more content than people expect, give more warmth, love appreciation than people get elsewhere. And then people will grant you an unsolicited monopoly, they will come to you. First, they will, they will, they will know that they get more value than what they paid for. But they will also receive the intangibles that they can't get anywhere, which is to feel respected and appreciated. And when you can do that give value that they can't get elsewhere and give a feeling that is unavailable elsewhere. You have got people for years. This is one of the things I talk about in the book, when we talk about how to leverage your business model how to leverage your marketing, it's really focusing on this. It's like, what can I provide to advance everybody, even if they never work with me? So that there is this energy of benevolence that surrounds me? And then the words...

Mark Struczewski
Wow, that's amazing. You know, I've always wanted to be a writer, and I did self-published a couple of books that have nothing to do with productivity. But I had a guest on my show about three weeks ago. And they were a ghostwriter. And they write five to seven emails a week. And what they do is they just literally sit down the computer, and they write and they send it out. They don't overthink it. So she knows what I'm gonna do. I'm gonna start doing this because I have an email list too. And whenever we talk about productivity, nobody replies about time management. No one replies. So what I do is I write these blog posts, I automatically send them out as an email to my list. And all of a sudden I start getting people engaging. I'm like, that's interesting. It's, I'm not trying to be Mr. productivity. I'm just sharing my thoughts. But I think it's the Cuz I'm being real with them. And I'm just providing value, all of a sudden, they're replying. And I remember telling my wife, I said, This is crazy. I've been writing an email a week to my list for years. And they hardly ever replied, when I started this new approach. They're replying to like five or seven emails a week now. And I'm like, because I pivoted from just being Mr. productivity, here's how to be more productive to like, this is what's on my heart today. And what that's doing is they're getting more of a look inside my heart. They know I care about them, and the relationship is blossoming. And I don't think that would have happened had I not started writing this way. And I'm just like, amazed at how that works.

Fabienne Fredrickson
You may not be into crystals and woo-woo stuff, but I will share this, that when I started. Marketing from my heart chakra is what one of my clients said Fabienne. The thing that makes you different is that you market from your heart chakra meaning your market, what you beam love while giving value. And this is what you're doing. Mark, you're opening up your rib cage, you're letting people see your heart. And that doesn't happen in the current world as everyone's trying to do the funnels and the webinars and the upsells down sells. We have we've all done them, we will continue doing them possibly again. But when you can stand out by being valuable and loving, everything changes.

Mark Struczewski
That is so powerful. Because one of the things I'm sure you see this on social media, as do I, people are not producing content, not everybody. A vast majority of people are not doing as I believe pre those principles alive and well. 80% of people are struggling, 80% of people don't know what's going on, that 80% of people are spending more time figuring out the algorithm than delivering value. And if you stop thinking, I used to do this myself, stop worrying about the algorithm, start serving from your heart. And I can tell you everything changes then do you agree with that?

Fabienne Fredrickson
I agree with it 100%. Now here's the thing when you apply because I mentioned that my book, The leveraged business came out a few months ago, when you apply the concept of leverage to heart-based marketing, everything changes. And here's what I mean, when you can take the soft approach of if you want to call it giving value and love and then you use a lever meaning you look to be omnipresent. This is one of the cornerstones of the marketing chapter, leverage your marketing, which is the fifth chapter, you understand that your idea is to be everywhere in a prospect's life. Okay, whether they see you on social media, whether it's Facebook or LinkedIn, but then they see a friend of theirs, recommend your book, and then they see your podcast, etc. What you're looking for, is to leverage that value and leverage the heart that you have, by looking to 10x your visibility, not again, from a place of shoving what you do down people's throats. But like how, how valuable could I be in my life? And where do I stop? And why? I want to ask that again. How, how willing Am I to be incredibly more valuable and prolific in my marketing? And where do I stop and why? And usually, it's a question of mindset, limiting beliefs, fears, all that resistance to I know what I should be doing. But I'm scared of what they will think I'm scared of the trolls online if you would if we would collectively stop worrying about keyboard confidence, right people who feel they can say anything to you. Things that they wouldn't say to you face to face, if we can just put those people to the side and say they are a lot of times wounded people who and this is the only time they will get attention because they and you'll see their images never on their social media profile and they all have a closed account right but they feel perfectly happy spending a lot of trash if you would forget them and just focus on the people that you are here to serve. Imagine that you had a spiritual contract with people and you are here to serve 1000s Have people but you need to be out there providing value, you're just focused on them. That's what you're writing the book for. That's, that's, that's who you're doing the videos for, that's who you're looking to meet. When you're having coffee with a center of influence or a strategic alliance, you're basically going to the beach, and you're looking, you know, if when it's low tide, and you're looking for the little creepy crawlers, when you call them, the, I forget what they're called. But basically, you got to look under all the rocks at low tide to find the goodies, it's the same thing you want to 10x or visibility so that you can 10x the reach so that you can 10x the number of wonderful people you get to work within this lifetime.

Mark Struczewski
That is so so much pure gold that you just gave us for the longest time. And I'll be honest with you, I'm very honest with my audience up until like, 2020. You know, I thought I was an imposter. I mean, even though I clients going, Oh my gosh, your life-changing. You know, I get more things done, you know, I've got more hope and more freedom. I kept going back to like, Who am I, but I am somebody I can help people. And I finally turned a corner, probably around December, January, December 2020, January 2021. I share that story with the listener because if you're struggling, it goes back to the previous principle, I believe 80% of people are struggling. And very few people I see are saying you know what? I'm one of those people struggling? Most people out there. They're always actually the guy all figured out. Most people don't have it figured out. Okay, most people don't. So I mean, Fabia has got a book, go buy your book, go read the book, see if she's the real deal. But most people, have a smokescreen. And when I came out about two years ago and said, Look, I'm not making any money. It's two years ago, I said, Look it. And I know I'm not alone, I got so many DMS on LinkedIn saying I thought I was the only one. And I don't think it's a shame. That if you say, Look, I'm doing the best I can. But I'm not doing too well. Because when you are vulnerable, people are gonna come out and say, You know what, I can help you and I had so many people reach out free coaching calls, you know, here's my book, whatever, and it changed my life. But if you keep that inside, if you just have this illusion that you got all figured out, well, people are not going to mysteriously know that you're struggling. So Swallow your pride and say, Look it I tried so many things. There's got to be something doing wrong. And you will see the love. You mentioned love several times in the show already. You're going to sign people come and go, you know what, you deserve better, let me help you. But you got to be vulnerable. And it took me a long time. Because number one, I'm a guy. And I don't want to admit that I can't figure things out. But once I did that changed everything for me, because there are a lot of people out there that really want other people to succeed.

Fabienne Fredrickson
Yeah, here's what I've learned is that, and I hope your audience writes this down. audit. Isolation breeds self-doubt. Isolation breeds self-doubt. And many people in business self-employed, or working from a spare bedroom, or the kitchen or the dining room table. And especially in the last 18 months, haven't seen many people. And what happens because I run this community of business owners at all different levels. When they are when they forget to lean into the community, they start comparing their worst days against somebody else's projection on social media. So they're comparing apples to oranges, like, oh, look what a loser I am. And she's got it figured out or he's rocking it. But here's what you don't know is even seven-figure business owners have really bad days and months where they question themselves. It's not until they get in a conversation, they again, they open up and they get vulnerable, and they show their heart, they realize that 100% of people are always trying to figure out what they're doing. No one ever has it 100% figure it out. Why? Because the minute that you reach this, you know, holy grail plateau that you've been looking for. I had a woman. I take people to seven figures regularly and she sent me an email. She said, Yes, I did it. Fabian looks in the same email. the second paragraph looks like I need to get to 10 million next. I was like, Whoa, we just reached a million. Look, can we just pause here for a second? Because the carrot is on a stick, right? The carrot advances as you get to 500k the carrot, you're like, why am I not yet to a million they're out all at a million and that so we're never fully satisfied, which means we're often in a place of struggle, but when you get in a community of that is my community and I hope that  I can share this with everybody meaning that you create or join a community like this, where a rising tide lifts all boats is, is the culture, you realize that people can open up and say, You know what, I'm having a terrible day, I need a soft place to land. And everybody will help you by, you know, saying, okay, dust yourself off and try again. And also a place where you could say, I just made my first 100k weekend. Well, you can't tell your neighbors that your neighbors don't want to know that. Right? Especially these days. So you, it's when we can share our big wins with people we feel safe with who will not judge us, but rather will say, how did you do it? Would you be willing to share? Absolutely, here's exactly what I did. Here's the book I read. Here's the funnel I used. Here's the marketing piece here is how I raised my rates without clients leaving when there's this extreme generosity community. And then when you also have a soft place to land when you need it most and say, guys, I've had a terrible day, terrible month, revenues that you know, I may be here, but you know, it's not going well. And you've got people to pick you up and say, it's all right, we're going to figure out a place you will realize that everybody, everybody is confronted when they're isolated. This is why we need to find communities, masterminds. coaches, productivity people, business, communities, just so you're not alone. Otherwise, you start feeling, like an employee.

Mark Struczewski
Yeah. And you know, I, I've got a wonderful coach right now. And I thought we are going to work on building my business. You know, we're working on mindset. Because I came, I'm an only child, I grew up where my mom and dad never shared how much money we had, you know, I was always provided for always had a roof over my head, always had food, always had school supplies and clothes. But because I didn't know I came into my adult life, being insecure about money, until she goes, You got a mindset issue. And so she's one way I'm blocked that she goes, You got everything else, the content, the personality, you got all this stuff in spades, a lot of people struggle that we're working on your mindset. So I share that, again, with a listener that says, I know I'm not alone, a lot of people, because Bobby Norton talked about in the show today, a lot of people are struggling the mindset, and I don't want to go too much longer with you, because I want people to go buy your book. Because, again, you already alluded to this on the show it, folks, if you're getting this kind of value for free on a podcast, you think it might be valuable for her for you to go pick up her book. I'm just, I'm just saying putting it out there. I mean, her book's not $10,000. Your books, not 10 grand right? Was your book like 20 bucks?

Fabienne Fredrickson
Nope, nope, not even so not even, you know what it is? It's the book is called the leverage to business, how you can go from overwhelmed at six figures to seven figures, and getting your life back, even if you're not at six figures yet, is highly valuable. Here's the deal. This is everything that is in my program. Wow. People, it's everything that is in my program. But here's what I know, Mark is first we need to start with the inspiration. This is all the mindset shifts that I because I can say here, triple rewrites. But the mindset won't be there. So it's a series of many, many mindset shifts that will help you remove the resistance to taking the action. It's everything about team systems, etc. But the key here is that I know that once people read this, they'll say, oh, wow, wow, this is really good. They start to believe in themselves more, they start taking action more. And if ever down the road, they know somebody who needs my help, maybe they themselves, it's obvious it's, they'll know who to reach out to. But the key is, again, is to give value value value. So I believe it will be very valuable for those who have wanted it.

Mark Struczewski
Excellent. And I'm sure you have a website. So what's your website?

Fabienne Fredrickson
The website is boldheart.com. boldheart.com. And you can even get the book at theleveragedbusinessbook.com. excellent theleveragedbusinessbook.com that's one of the biggest lessons there are some freebies there.

Mark Struczewski
One of the biggest lessons I learned was most people stay come in and stay at the free level podcasts, email newsletters, social media, and then they say okay, let me go up to the next level. What's the next level Okay, a buyer book. And then you buy the book and all of sudden your life changes like Oh, you know what? need to invest in your coaching. But the further you will go I mean, obviously everyone who's at the free level Fabienne would love to have at the big but we know more money people go Wow, I'll just stick with the free stuff, which is great. But if you really want to go to the next level, you invest in the codes. My life has changed. I've had many coaches in my life I know Fabienne has coached are awesome because they can see your blind spots. So, Fabienne, thank you so much for being on the show today. I could probably talk to you for eight hours, you are so full of information that can help us but go buy her book probably at Amazon Barnes noble, wherever you can buy books, and take your life to the next level. I love what you said, Be an advancing person. Stop settling, be an advancing person. So Fabienne thank you so much for being on the show.

Fabienne Fredrickson
My pleasure, Mark.

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